1. What results am I looking at?
1.1. 3X increase in traffic
1.2. Ranking improvement for X keyword
1.3. Higher shares
1.4. Video Views
1.5. Impressions
2. Where will it be released?
2.1. This will determine the channels or sources where the particular content is released
3. Why is being written?
3.1. This defines the core objective
3.1.1. Reach
3.1.1.1. New Audience
3.1.1.2. Existing Audience
3.1.1.3. Journalists
3.1.1.4. Forums
3.1.1.5. CxOs
3.1.2. Engage
3.1.2.1. as above - you will identify who is it that you want to engage and the outcome
3.1.3. Convert
3.1.3.1. as above - you will identify who is it that you want to convert, defining exactly what you mean by convert. Clearly outlining the key KPIs and outcomes.
3.2. keywords being targetted
3.2.1. Category or customer level
3.2.1.1. Awareness levels - See the Audience tab
3.2.2. Keyword Volume
3.2.3. KWs to determine anchor text for external publications
3.2.4. 3'rd party publications based on select keyword
4. Why should they be reading / viewing this?
5. What is it about?
5.1. Event
5.1.1. What is the Event
5.1.2. Where is it happening
5.1.3. Who is attending it
5.1.4. Who is it for
5.1.5. Why is it relevant to US?
5.1.6. How do we intend to benefit from it?
5.2. Facts
5.2.1. What are the facts about?
5.2.1.1. Industry
5.2.1.1.1. What industry is it?
5.2.1.1.2. Where is this going live on?
5.2.1.1.3. Who will be reading it?
5.2.1.1.4. Where will the facts be coming from (sources)
5.2.1.1.5. Who will be endorsing these (testimonials)
5.2.1.1.6. Why is it relevant to me?
5.2.1.1.7. What content type is it?
5.2.1.1.8. What am I expecting from it (objective)?
5.2.1.1.9. What audience am I targeting
5.2.1.1.10. What supporting channels I need?
6. Who is it for?
6.1. Audience
6.1.1. What are their interests?
6.1.2. Where can they be found?
6.1.3. What are their habits?
6.1.4. Are they existing customers?
6.1.4.1. How will this be relevant to them?
6.1.4.2. What are they supposed to do upon reading/viewing?
6.1.4.3. How will their action affect/influence our objective?
6.1.5. Are they prospects?
6.1.5.1. Why should they be reading it?
6.1.5.2. What is expected once they read them?
6.1.6. Journalists
6.1.6.1. Tech Journalists
6.1.6.2. Review Sites
6.1.6.3. Listing Sites
6.1.7. Affiliates
6.1.7.1. Review Sites
6.1.7.2. YouTubers
6.1.7.3. Social Influencers
6.1.8. Audience level
6.1.8.1. Unaware
6.1.8.2. Problem Aware
6.1.8.3. Solution Aware
6.1.8.4. Product Aware
6.1.8.5. Pro/Expert